Overview

Get your bottom-line results where you want them by putting your marketing campaigns and initiatives to powerful new use Marketing is all about understanding and serving your customers’ needs—but how do you know that your events, campaigns, and communication initiatives are working at top effectiveness? And how can you determine whether your marketing investments are reaping real rewards? ROI (Return on Investment) is a performance measure used to evaluate the efficiency of all types of investments, and in this powerful guide, the team at the ROI Institute offer you a proven method for understanding your own marketing benchmarks as never before. Drawing on real data collected from real cases of real companies in a variety of industries, ROI in Marketing uses a data-driven process to help you measure: Input, including types of projects, audience reach, number of customers, costs, and more Reactions of target groups to products, services, and messages Actions, including how to process and monetize what the target group thinks, believes, and knows Business impact of actions taken by the target group and their influence on sales, new accounts, and profits  ROI, monetary benefits of marketing programs compared to costs Intangibles, such as image, reputation, corporate social responsibility, and more Packed with actionable, results-driven processes, ROI in Marketing offers a powerful blueprint for transforming how you interact with your customers to get clear bottom-line results.

Full Product Details

Author:   Jack Phillips ,  Frank Q. Fu ,  Patricia Phillips ,  Hong Yi
Publisher:   McGraw-Hill Education
Imprint:   McGraw-Hill Education
Dimensions:   Width: 16.00cm , Height: 3.60cm , Length: 23.60cm
Weight:   0.572kg
ISBN:  

9781260460421

ISBN 10:   1260460428
Pages:   352
Publication Date:   16 December 2020
Audience:   General/trade ,  General
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Acknowledgments Preface PART I Why This Is Important 1 The Value of Marketing: A Critical Issue 2 How the ROI Methodology Works PART II The Details of the ROI Methodology 3 Start with Why: Align Programs with the Business 4 Make It Feasible: Select the Right Solution 5 Expect Success: Plan for Results 6 Make It Matter: Design for Input, Reaction, and Learning 7 Make It Stick: Design for Action and Impact 8 Make It Credible: Isolate the Effects of the Program 9 Make It Credible: Convert Data to Monetary Value and Identify Intangible Measures 10 Make It Credible: Capture Costs of Program and Calculate ROI 11 Tell the Story: Communicate Results to Key Stakeholders 12 Optimize Results: Use Performance Improvement to Increase Funding 13 Forecast the ROI 14 Make It Work: Sustain the Change to a Value-Driven Marketing Program Appendix A Appendix B Appendix C Notes 315 Index 321

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Author Information

Jack Phillips, Ph.D., is the founder of Performance Resources Organization, now the world's leading consulting firm specializing in accountability issues. The author or editor of more than 200 books and 100 articles, including The Handbook of Training Evaluation and Measurement, he has served as a bank president, Fortune 500 training and development manager, and professor of management at a major state university. His clients in 20 countries include such internationally respected companies as AT&T, Federal Express, Lockheed Martin, Motorola, and Xerox.

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